Global Marketing

University of Derby, May 15, 2007

Presented by:

Yael Elstein

VP Global Marketing

Ness Technologies

www.ness.com

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Marketing Challenges

16 Countries – Local customers and partners Over 20 Business (P&L) Units Over 60 Various IT Solutions 14 Mergers & Acquisitions in 6 years Quick and aggressive growth Tough competition

Major Marketing Challenges: Make Ness known globally and locally Create ONE company image

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0

CollateralsPresentations

BrochuresGifts

Branding&Corporate ID

Trade Shows

AdvertisingDir/Marketing

Internal Marketing

Business Partners

Case Studies

PR/AR/IR

WebContent

CustomerRelationshipManagement

Strategy

Marketing Practices

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Global Marketing:Issues to be addressed

Globalization vs. localization Centralization vs. decentralization Global corporate identity (branding) Knowledge sharing Cross-selling, leveraging capabilities Working as a team

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Standardization vs. Localization

Learning to recognize the extent to which marketing plans and programs might be standardized worldwide as well as the extent to which they need to be adapted.

Global Needs vs. Local Needs

What is the right balance?

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Think Global, Act Local

A successful marketing approach in one

country will not automatically work in another country

Culture differences Economic and social differences Customer preferences Competition Distribution channels Communications Media

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Effectiveness of communication channels

Webcast

Direct Mail

eMail Push

Roundtable Telesales

US E TT E E E

UK TT E TT E E

Germany NE TT E E E

Japan NE E TT TT NE

France TT E TT TT TT

Spain NE TT E E TT

Key: E = Effective TT = Think Twice NE = Not Effective Source: ITSMA, 2006

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The need for localization varies by function

Direct marketing, events, roundtables, conferencesWebsiteMarcom: White papers, collaterals, brochures

Brand identity/message Corporate/financial communications

Low

High

Source: ITSMA, 2006

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Think Global, Act Local

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Media coverage – traffic compaign

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Centralization vs. Decentralization

Centralized organization – optimize resources, leverage scale, less effective on a local level (large, publicly traded companies)

Decentralized organization – limited idea sharing, less scale

Watch out: Don’t over-centralize!

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Corporate Identity

Branding Visual Identity (collaterals: brochures, ads, posters, events, website, etc.) Speaking in one voice (marketing messages, slogans, etc.)

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Acquisitions of new companies

Marketing integration topics One company identity process Change of name campaign Sales support materials/collaterals – case

studies & references Marketing communication Internet – incorporating into global site Public Company limitations

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Knowledge Sharing Portals (employees, department/profession-specific)

- Global employee portal - Marketing Zone

Employees newsletter Ness TV news (customers and employee versions) Forums Global meeting Conference calls Emails Reports